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ALC320 - Approaches to Media: Audiences and Effects

Offering information:

Final year of offer 2015

Enrolment modes:

Trimester 2 Cloud (Online)

Credit point(s):1
EFTSL value: 0.125
Unit chair:N Weerakkody
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

Nil

Contact hours: This unit is offered via cloud (online) teaching mode only - there will be no face-to-face teaching.
Note: Online teaching methods require internet access. You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

Content

On completion of the unit students should be able to identify the various schools of thought that examined media effects from the early 1900s to date such as the Columbia, Frankfurt, Chicago, Toronto and British Cultural Studies research traditions.

Students will then examine the various theorising on media effects such as strong, weak and limited effects models and active and passive audiences, and the effects of various media content including violence, news, political, and persuasive messages such as advertising on specific social groups such as children, minorities, consumers and voters. It will then examine the effects of new media technologies such as computers, video games, and the Internet on society and on the process of creating media content within the context of globalisation, media convergence, and interactivity.

Topics to be addressed in this unit include the scholarly research from the early 1900s to date and the resulting theories and debates about media effects on audiences. The interaction between media and audiences will be analysed as a `dynamic equilibrium - involving media content as well as the technologies themselves. Media effects will be studied as a triangular process involving texts, audiences and the context, working as influential partners of the process of mass communication.

Assessment

Assignment 1 - 30%, Essay 1500 words;
Assignment 2 - 30% Collaborative report 1500 words;
Assignment 3 - 40% Essay 2000 words.

All assignments to be submitted and returned online.

Unit Fee Information

Unit fee information available soon

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